OK, Boomer. No Really: OK, Boomer!

One of the popular memes that recently made its way around the Internet is the phrase “OK, Boomer.” It has become a rallying cry for generation-shaming of baby boomers by younger cohorts such as the millennials, Gen X or Gen Z.

The debate around whether it’s okay to “OK, Boomer” somebody caught fire at the end of last year and is raging now. In January 2020, the United States Supreme Court took a case examining whether “OK, Boomer” is age discrimination!

Here’s my take: Instead of simply buying into the phrase as yet another reason to separate the generations, or make one side angry, or open another front in the culture war, I say let’s use “OK, Boomer” as a demarcation point for engaging the 50+ year-old population.

Boomers Are Better Than OK

There is much written about the strength, wisdom, experience, and buying power of the Baby Boom generation. “They’re active, healthy, they have money to spend, they’re interested, and they’re curious,” says Doug Norris, Senior Vice President and Chief Demographer at Environics Analytics, which recently issued a report on Canadian baby boomers that showed the average net worth of households headed by someone 65 or older is C$845,600. OK, Boomer!

Other relevant statistics about the baby boomers include:

• 70% of U.S. wealth is directed by this cohort
• They collectively have a net worth of nearly $40 trillion
• They head more than one-third of U.S. households
• They are working longer, which is helping them live longer

Baby boomers want to work as long as they are able, contribute as much as possible, and give back in ways as massive as their numbers. A recent paper from the MIT Sloan School of Management indicates that the wisdom of the boomer pays off for startups. Before you dismiss that boomer entrepreneur, realize that she or he is twice as likely to helm a successful startup.

Modern Midlifers Don't Feel or Act Older

Older people tend to see themselves as much more like young consumers than old ones. Instead of thinking, "Help, I've fallen and I can't get up," the slogan powering the boomer generation is more likely, "Just Do It."

A few brands have recently moved closer to adopting the attitude of capability, value, and personal evolution instead of the "old and dying" tripe of the pursuit of youth. A 30-second holiday spot for Stella Artois beer shows the stability and support provided by boomers as they age.

Mercedes-Benz took branding to a new level when the car company created a series of videos to demonstrate the personas behind each class of their luxury cars. The series, called “Grow Up,” included a 4-minute video

for a Mercedes SUV that shows how to market to boomers: help them break loose and redefine what it means to be “senior.”

Interestingly, the Mercedes content campaign was aimed at redoing adulthood for millennials. But in the end, this execution perfectly captured the zeitgeist that is driving boomer creativity for the next act.

What Does This Mean for Marketers?

If you’re convinced that boomers should be central to your marketing, it all starts with the right “handles” to describe them. You need to draw more accurate personas.

No longer are seniors simply described by age (55+), or work stage (retirement), or social position (elders). Instead they must be investigated to generate the proper personas for the particular business serving them. Embracing their resilience, wit and wisdom is a start. Harnessing their desire to contribute, mentor, give back, and volunteer will help your marketing make a difference.

Like any of the major demographic shifts of the past, our society is on the precipice of major changes. So for CMOs, it’s time for a new meme. Let me suggest one: “OK, Boomer! What can we do for you?”